#95 Analytics on form (with Alun Lucas @ Zuko Analytics)

Will Hayes•19 January 2024•47 min listen

In this week's episode of The Measure Pod we spoke with Alun Lucas, the Managing Director at Zuko Analytics. We spoke specifically about webforms, and the optimisation tool Zuko has built to help businesses get a better understanding of when, where and why visitors abandon forms. We also discuss the potential impact of AI on forms, and the benefits of using a dedicated tool as opposed to GA4.

Show note links:

  • Find Alun over on LinkedIn
  • Check out Zuko's eBook titled “The Big Guide to Form Optimization and Analytics”
  • Access the CAUSL analytics tool mentioned
  • Share your thoughts and suggestions about The Measure Pod in our Feedback Form.

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Music composed by Confidential - check out their lo-fi beats on Spotify.

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Quotes of the Episode:

  1. "...What we tend to look at is more a difference in behaviour between cohorts and the you know, the base cohort we look at is the cohort of people who are successfully completing a form and the cohort of people who abandon the form. And if you see a significant difference in behaviour between those two, and I mean statistically significant, then you've got an indicator there's a problem." - Alun
  2. "...I think for me, it would be quite important to be able to view the sub metrics that are being used to make up that quasi-metric, because if you just get that frustration score and you don't know what's contributing to it, you could then make the wrong conclusion." - Dara

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